Biathlon and nordic skiing world championships

How do you showcase a sports marketing program and activate your digital communities during a major sporting event (albeit behind closed doors), while at the same time ensuring the process is both unique and achievable from a distance? Such was the challenge we faced in producing the live coverage of the biathlon and Nordic skiing world championships.

To tackle this unusual situation, we had to be even more organised and creative than we usually are. How to bring an event to life from the inside in an innovative way… without actually being there!

Given the distance and the sporting stakes involved, we had to be as proactive as possible in terms of creating content for athletes and international federations. How did we do this? Firstly by organising a number of video conferences, some of which were recorded to compare the skiers’ points of view and reactions, and also by directly briefing the athletes, as well as the few journalists who were there, to ensure precise, high-impact content.

Finally, to ensure that the content stood out from the crowd, we developed and implemented an event-specific graphic charter and applied it to the different media: Facebook and Instagram publications, stories, blog posts, banners, etc.

Ultimately, the results of these 3 weeks of activations were significant for Julbo, as we were able to illustrate the behind-the-scenes action of the event alongside the athletes, whilst enabling the brand to grow its Instagram community by 5% in 3 weeks.